On the most basic level! I always start by simply measuring impressions.
Impressions are the easiest metric to track! but of course! just because someone sees your ad doesn’t mean they click through to visit your website! let alone buy your product.
That’s why click-through rate is another important factor to consider: How often are the people who see your ad actually clicking on it?
Beyond impressions and click-throughs! I’ve learned that it can also be helpful to explore more nuanced measures of user engagement. For example! a website visit is one thing! but how long do users stay on your website? How many pages are they visiting on your site! and which pages are they spending the longest on?
Tracking metrics like these can help you get a more detailed view of the actual quality level of the leads you’re paying for.
Finally! I always remember to zoom out canada telegram data and look at bigger-picture measures of success as well.
What is the ROI of the overall campaign? What percentage of ad impressions ultimately convert into purchases? And how loyal are these customers once they convert? Do they buy once and then churn! or do they become lifelong evangelists of your brand?
Accurately measuring success is no simple task! but factoring in a range of metrics and considerations like these can help to ensure that you invest your ad money as effectively as possible.
Real-Time Bidding Platforms
Now! you know what RTB is! and you’ve started thinking about how to measure success. But what does it take to get started implementing a programmatic ad campaign? There are several tools I recommend to help you get started with real-time bidding on programmatic ads.
I’ll start with the advertising side! showing which tools can help you buy space to place your ads online. Then! I’ll move to the publishing side and feature tools can help you sell your ad space.
Source
As an advertiser! you’ll want to find a Demand-Side Platform (DSP) that allows you to manage several ad campaigns at once. I recommend looking for a DSP that lets you set specific targeting parameters! such as users’ most-visited websites and preferred brands.
Here are a few of my favorite options.
- AdRoll: This simple self-serve how to play on clients’ fears Demand-Side Platform is a good fit for beginners in the programmatic advertising space.
- mediasmart: This more advanced self-serve Demand-Side Platform offers detailed targeting and segmentation capabilities. As such! it’s a good fit for more experienced marketers who have already set up ad campaigns with other tools! such as Google Ads.
- theTradeDesk: This Demand-Side Platform allows you to place ads on multiple devices! including TV ad rolls! online videos! music streaming devices! mobile apps! and publishers across the web — so it will be a good fit for marketers who are planning to advertise across all of these channels.
Real-Time Bidding Platforms for Publishers
On the other side of the equation! if you text services have ad inventory to sell! then signing up with a Supply-Side Platform is essential to take advantage of real-time bidding. With an SSP! you don’t have to speak with any advertisers or do any of the manual work associated with account management.
Here are a few of my favorite supply-side channels that can help publishers sell ad inventory through real-time bidding.
